Del Monte introduces new online, print ad campaign for fruit products
SAN FRANCISCO Major food producer and distributor Del Monte Foods is spending $20 million on a new, comical, online and print ad campaign for its fruit products. The campaign, called “Fruit Undressed,” involves online banners on sites like Realsimple.com and People.com, portraying talking fruit that peels back its skin and says things like, “Does this skin make my butt look big?”
Smith Brothers Agency in Pittsburgh created the ads for Del Monte’s peeled and sliced fruit items, which are available in four different varieties: SunFresh, Orchard Select fruit jars, citrus bowls and Fruit Naturals fruit cups. Newly released, antioxidant-packed, 8-ounce fruit cups are filled with acai and passion fruit juices, such as pear chunks in acai blackberry juice and mixed fruit chunks in mango passion fruit juice.
Though the company normally spends less than $5 million on advertising for these products, Rodolfo Spielmann, vice president of consumer growth at Del Monte Foods, believed the increase in spending was necessary to spread word of the brand.
InBev finalizes purchase of Anheuser-Busch
LEUVEN, Belgium InBev announced today that it has finalizes its acquisition of U.S. brewer Anheuser-Busch Cos.
The maker of Beck’s beer announced that the new company will be called Anheuser-Busch InBev and will trade under a new symbol starting Nov. 20. The buyout deal was worth $52 billion total, or $70 per share.
The newly combined company will produce about one-quarter of the beer consumed in the world and will generate about $36 billion annually, the companies said.
InBev also has recently reached an agreement with regulators to sell holdings of the Labatt USA beer business and licenses.
Kroger opens another ‘fresh fare’ store in Ohio
CINCINNATI Kroger has opened its third fresh fare market in its home state, the company announced Tuesday.
The format of the fresh fare markets is designed to be more like a country grocery store than a traditional supermarket, with wider aisles and more gourmet options, reports said. The fresh fare stores also stocks many more options for ready-to-eat home meals, an expanded selection of organic produce, hearth-style pizzas and a build-it-yourself burrito bar.
Kroger’s fresh fare markets also carry less general merchandise items, such as home and yard furniture.
Kroger said that outside of Ohio it currently operates about 80 fresh fare markets, mostly on the West Coast, which operate under the Ralph’s umbrella.